Incrementality Test Results:

  • Lift Gross Sales $: There is a negative lift of $-89.05, indicating a decrease in gross sales during the test period.
  • Lift Gross Sales %: The lift percentage is -0.01%, showing a negligible decrease in gross sales percentage.
  • Lift NC Orders: There is a reduction of 39 NC (Non-Control) orders.
  • Incremental ROI: The Incremental Return on Investment (ROI) is 0.08%, which is very low and suggests that the additional spend did not generate significant returns.

Interpretation:

The lift metrics indicate that the increased spending on Facebook ads did not result in a positive lift in gross sales or orders. In fact, there was a slight decrease in both metrics, suggesting that the additional ad spend was not effective in driving incremental sales or orders.